Holding up the new graphically driven brochure and sample of Styli-Style's latest beauty innovation and triple threat — an eye shadow and eyeliner that is waterproof, smudge-proof and activity-proof — Mindy Gale, founder of the advertising and public relations hybrid Gale Group, stresses the importance of creative mailing to her staff.
"We never send a dry product or press release to an editor," said Gale, a Philadelphia native, during a recent production meeting. "We always send a press release, product and graphic all together to catch the eye"
While Styli-Style's Shadow 24 promises to withstand any challenges encountered in a woman's day, Gale says it's her job is to make sure Gale Group provides this information to editors across the country.
Gale has come a long way from her Hofstra University coed days with a major in medical illustration. With a main office in New York and a satellite office in Los Angeles, Gale Group has grown into an agency that infuses the "perfect proportions" of advertising and p.r. with the aim of giving clients little reason to go elsewhere.
"When we first started this concept, we did have resistance, because clients would think, 'How could you be great in p.r. and how could you still be great in advertising services?' But the two really go hand in hand, and today more than ever the line blurs," Gale explained.
Gale said potential clients could have been hesitant because disciplines and staffing for advertising and p.r. vastly differ. "People that tend to be in publicity are different than creative and production people," Gale said. "And I guess in retrospect the biggest challenge was in figuring out how to harness all this talent"
Gale admits there was a learning curve, and said her current staff of 22 is almost evenly split between the two fields. "We do have different teams of people and they do work together," said Gale, a brunette with striking green eyes and the mother of seven-year-old twins. "We'll sit around at a staff meeting and the people in p.r. that are talking to magazines every day might share trends in graphics or color stories while the advertising department says, 'Hmm, that's interesting,' or vice versa"
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)